Joel Rubinson

BrainTrust Query: Ideas for Building Loyalty in Spite of System Beaters

January 12, 2012

FROM RETAILWIRE:
Marketers are training us to become system beaters, or those shoppers who time their purchases to when their favorite brand is on sale or just load up on another acceptable brand on sale the day they shop. Is the combination of discount deals, social and mobile turning shoppers into better system beaters?      [more...]

Hello everyone. Thanks for the lively debate. System beaters have always existed as has the need to be social. However, just like Facebook is transformational vs. the water cooler, mobile enabled system beating is transformational vs. S&H green stamps and end-of-aisle displays. About emotional bonding for brands, if you're lucky, that will describe 15% of shoppers accounting for half your sales. That's it. I can show you the math that really comes from Hendry math around 1970. I think mobile will finally release the genie out of the bottle and we need transformational strategies.